Challenged by competition: trust services replace stolidity with basic marketing principles. (Cover Story): An article from: Bank Marketing

This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on October 1, 1991. The length of the article is 1496 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: Advertising for trust providers has taken on a more assertive and aggressive tone. Trust departments and trust companies have been forced by competition to adopt more challenging marketing strategies through better advertising to maintain and increase its hold on its clients. Brokers, attorneys, employee benefits consulting firms, mutual funds, and other banks are the firms that pose the potential threat to the traditional trust's stronghold. Sample illustrations of the advertisements used by traditional trust providers and non-banking competitors are presented and discussed in the article.

Citation Details
Title: Challenged by competition: trust services replace stolidity with basic marketing principles. (Cover Story)
Author: Howard G., Jr. Bell
Publication:Bank Marketing (Magazine/Journal)
Date: October 1, 1991
Publisher: Bank Marketing Assn.
Volume: v23 Issue: n10 Page: p14(5)

Article Type: Cover Story

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